Xenalevina, Daniella Maria and Simorangkir, Deborah N. (2017) The Effectiveness Of Using Instagram As A Tourism Promotional Tool By The Bali Bible. Bachelor thesis, Swiss German University.

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Abstract

Social media as strategy or promotional tool has been mainly used by marketers in order to promote its products and services. Amongst various numbers of social media platforms, Instagram is assumed as one of the most effective promotional tool. This study discovers whether the mentioned social network is effective. AIDA marketing model is a-four stages in which consumers face when first being exposed to marketing efforts until the purchase of products or services. The four stages of marketing model contain dimensions of Attention, Interest, Desire and Action. This research lands at the AIDA marketing model as a reference to see how effective Instagram is by looking at the highest score of AIDA dimension. A survey to 158 respondents was employed via online to gather data and analysis the result from each dimension. Furthermore, in order to obtain insights from the study case of this research, which The Bali Bible, an in-depth interview was also conducted. The collected data shows that Attention dimension has the highest score compares to other dimensions. Thus, from all dimensions the use of Instagram as a tourism promotional tool is most effective to gain attention of its audience and marketers need another strategy in order for audience to make an actual purchases, which is Action as the last dimension of AIDA marketing model.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Social Media; Tourism; Effectiveness; AIDA Marketing Model
Subjects:	G Geography. Anthropology. Recreation > G Geography (General) > Tourism--Marketing H Social Sciences > HM Sociology > HM742 Online social networks
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Astuti Kusumaningrum
Date Deposited:	17 May 2020 15:33
Last Modified:	17 May 2020 15:33
URI:	http://repository.sgu.ac.id/id/eprint/468

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